Public Relations: A Value Driven Approach

Updated in a new 5th edition, Public Relations: A Values-Driven Approachteaches students how to build ethical, productive relationships with strategic constituencies. Now with an engaging full-color design yet retaining its popular, attractive price for students, the fifth edition provides a valuable introduction to the contemporary dynamics of the field.

Table of Contents:
Each chapter includes QUICKBREAKS, Social Media Apps, a Values Statement, Case Studies, Summary, and Discussion Questions.   Preface   About the Authors   CHAPTER 1: What Is Public Relations? Public Relations: Everywhere You Look Marrying Theory and Practice The Public Relations Process The Role of Values in Public Relations Values-Driven Public Relations Memo from the Field: Gary McCormick, HGTV   CHAPTER 2: Jobs in Public Relations Jobs in Public Relations: An Overview Public Relations Activities and Duties Where the Jobs Are The Best Part of Public Relations Jobs Memo from the Field: John Echeveste, Valencia Perez & Echeveste Public Relations   CHAPTER 3: A Brief History of Public Relations Why History Is Important to You Premodern Public Relations The Seedbed Years War and Propaganda The Postwar Boom The Information Age The New Millennium Memo from the Field: Edward M. Block   CHAPTER 4: The Publics in Public Relations What Is a Public? The Publics in Public Relations What Do We Need to Know about Each Public? The Traditional Publics in Public Relations Memo from the Field: David A. Narsavage, The Friday Group   CHAPTER 5: Communication Theory and Public Opinion The Power of Public Opinion A Communication Model Mass Communication Theories Motivation Persuasion and Public Opinion Memo from the Field: Jane Hazel, Health Canada   CHAPTER 6: Ethics and Social Responsibility in Public Relations What Are Ethics? Objectivity versus Advocacy: A Misleading Ethics Debate Challenges to Ethical Behavior The Rewards of Ethical Behavior Trust and Corporate Social Responsibility Beyond CSR: Strengthening Ethical Behavior Memo from the Field: Mike Swenson, Barkley   CHAPTER 7: Research and Evaluation Due Diligence The Value of Research and Evaluation Developing a Research Strategy: What Do I Want to Know? Developing a Research Strategy: How Will I Gather Information? Survey Research   Analyzing Survey Results Memo from the Field: Dr. David B. Rockland, Ketchum   CHAPTER 8: Planning: The Strategies of Public Relations The Basics of Values-Driven Planning Different Kinds of Public Relations Plans Why Do We Plan? How Do We Plan? Expanding a Plan into a Proposal Qualities of a Good Plan Memo from the Field: Timothy S. Brown, Alstom   CHAPTER 9: Communication: The Tactics of Public Relations Tactics, Fun, and Values Tactics as Messages and Channels Tactics and Traditional Publics Accomplishing the Tactics Memo from the Field: Joshua Dysarts, Draftfcb   CHAPTER 10: Multimedia Message Development The IDEA Idea Idea Generation: The “I” of IDEA Arrangement: The “A” of IDEA Expression: The “E” of IDEA Delivery: The “D” of IDEA The Volunteer Clearinghouse News Releases Memo from the Field: Regina Lynch-Hudson, The Write Publicist   CHAPTER 11: Cyber-Relations in the Digital Age It’s All About You The Digital Revolution Why New Isn’t Always Better Memo from the Field: Craig Settles, Successful.com   CHAPTER 12: Crisis Communications The Storm Before the Storm The Anatomy of a Crisis Crisis Communications Planning Crisis Planning Ethics Memo from the Field: Melanie Magara, Northern Illinois University   CHAPTER 13: Public Relations and Marketing Public Relations and Marketing The Impact of Consumer-Focused Marketing on Public Relations A Closer Look at Marketing A Closer Look at IMC How IMC Works Challenges to Consumer-Focused Marketing Memo from the Field: Vin Cipolla, National Park Foundation   CHAPTER 14: Cross-Cultural Communication Cultures: Realities and Definitions Cultural Attributes Cross-Cultural Communication: Definitions and Dangers Achieving Successful Cross-Cultural Public Relations: A Process Memo from the Field: Bill Imada, IW Group   CHAPTER 15: Public Relations and the Law The Statue of Responsibility Public Relations and the First Amendment Federal Agencies That Regulate Speech Libel Privacy Copyright Litigation Public Relations Memo from the Field: James F. Haggerty, The PR Consulting Group, Inc.   CHAPTER 16: Your Future in Public Relations What’s Next? Social Forces and Public Relations Where Public Relations Is Headed Your Future in Public Relations Memo from the Field: Kevin J. Saghy, National President, PRSSA   Glossary   Index